White Paper Digital Transformation Initiative …

1 White Paper Digital Transformation Initiative aviation , travel and Tourism Industry In collaboration with Accenture January 2017. 1 09:00. Contents 3 Foreword 4 Executive Summary 6 Industry Context and Digital Trends 10 Value framework 11 Future Horizons: Digital Themes and Initiatives 12 Living travel experience 17 Enabling the travel ecosystem 21 Digital enterprise 25 Safety and security 31 Key Questions and Recommendations 33 Appendix: Value-at-Stake Methodology 34 Acknowledgements 35 Contributors 36 Endnotes World Economic Forum 91-93 route de la Capite CH-1223 Cologny/Geneva Switzerland Tel.: +41 (0)22 869 1212. Fax: +41 (0)22 786 2744. Email: World Economic Forum . 2017 All rights reserved. No part of this publication may be reproduced or Transmitted in any form or by any means, including The Digital Transformation Initiative Photocopying and recording, or by any information Storage and retrieval system.

2 The Digital Transformation Initiative (DTI) is a project launched by the World The views expressed in this White Paper are those Economic Forum in 2015 as part of the System Initiative on Shaping the Future of the author(s) and do not necessarily represent the views of the World Economic Forum or its Members of Digital Economy and Society. It is an ongoing Initiative that serves as the and Partners. White Papers are submitted to the World focal point at the Forum for new opportunities and themes arising from latest Economic Forum as contributions to its insight areas developments in the digitalization of business and society. It supports the and interactions, and the Forum makes the final decision on the publication of the White Paper . White Papers Forum's broader activity around the theme of the Fourth Industrial Revolution.

3 Describe research in progress by the author(s) and are published to elicit comments and further debate. To find out more about the DTI project, visit REF 060117 2 09:00. Foreword There is widespread recognition among industry leaders that the role of Digital technology is rapidly shifting, from being a driver of marginal efficiency to an enabler of fundamental innovation and disruption. Digitalization is the cause of large-scale and sweeping transformations across multiple aspects of business, providing unparalleled opportunities for value creation and capture, while also representing a major source of risk. Business leaders across all sectors are grappling with the strategic implications of these transformations for their organizations, industry ecosystems and society. The economic and societal implications of digitalization are contested and raising serious questions about the wider impact of Digital Transformation .

4 Digital technology is transforming most industries and creating new challenges that need to be understood. These include factors such as the pace of change, cultural Transformation , outdated regulation, identifying the skills needed for the future, overcoming shortcomings in legacy systems, and the need to fund both Digital and physical infrastructure. These challenges need to be addressed by industry and government leaders to unlock the substantial benefits Digital offers society and industry. Launched in 2015, the World Economic Forum's Digital Transformation Initiative (DTI) is an ongoing project within the System Initiative on Shaping the Future of Digital Economy and Society, serving as the focal point for new opportunities and themes arising from latest developments in the digitalization of business and society.

5 It supports the Forum's broader activity around the theme of the Fourth Industrial Revolution. A key component of the DTI project in 2016 has been the quantification of the value at stake from digitalization for both business and society over the next decade various industries including aviation , travel and tourism. Digitalization is one of the most fundamental drivers of change today, presenting a unique chance to shape the future. The World Economic Forum is committed to helping leaders understand these implications and supporting them on the journey to shape better opportunities for business and society. Following an initial deep-dive of six industries in 2015, DTI has focused in 2016 on the impact of Digital Transformation on an additional seven industries including the aviation , travel and tourism industry.

6 This year, the Forum also examined several cross-industry topics, including platform economy, and societal value and policy imperatives. Through its broad focus, DTI has driven engagement on some of the most pressing topics facing industries and businesses today and provided business and policy leaders with an informed perspective on how to take action. This White Paper on aviation , travel and tourism was prepared in collaboration with Accenture, whom we would like to thank for their support. We would also like to thank the working group members, as well as the more than 40 experts from business, government and academia, and all the Industry Partners who were involved in shaping the insights and recommendations of this project. We are confident that the findings will contribute to improving the state of the world through Digital Transformation , both for business and society.

7 Bruce Weinelt John Moavenzadeh Head of Digital Transformation Head of Mobility Industries and Systems Initiatives World Economic Forum World Economic Forum Digital Transformation Initiative : aviation , travel and Tourism Industry 3. 3 09:00. Executive Summary A Digital trailblazer, but more disruption ahead Digital themes The aviation , travel and tourism industry has been at the These trends look set to propel the industry into a period of forefront of Digital disruption, changing the way people accelerated digitalization. Four themes have been identified travel . Nonetheless, World Economic Forum research that will take centre stage in shaping travel and tourism suggests it should brace itself for another wave of Digital over the next decade: Transformation . Living travel experience There are a series of industry, customer and technology Travellers will experience seamless journeys trends converging to redefine operating and business tailored to their habits and preferences.

8 Models in the travel ecosystem. New entrants especially Companies along the aviation , travel and Digital natives such as online travel aggregators (OTAs), Tourism industry journey will optimize meta-search engines and travel service platforms are customer experience by collecting and shaking up the value chain. Growing demand for travel , exchanging data, and continuously particularly in emerging markets, represents a significant generating insights. In time, travel will opportunity for these new entrants, as they challenge become frictionless, blending seamlessly incumbent businesses to rapidly adapt their own strategies with other everyday activities. to capture growth. travel providers are seeking stronger Enabling the travel ecosystem interactions with customers, while drastically changing Ecosystem roles are blurring as operations, in pursuit of better insights around customer stakeholders throughout the customer preferences and operational performance.

9 Connected journey vie to own the customer devices and artificial intelligence (AI) will provide ample relationship. Digital platforms that enable opportunities to make those operations more effective, ecosystem alliances will continue to and enable collaboration and asset-sharing between emerge, as asset and information sharing enterprises. Technology will also have an impact on the become increasingly important from a B2B. industry workforce, with employees empowered by real- perspective. time information and decision-making support from AI to focus on their core strengths. Digital enterprise Digital technologies that revolutionize manufacturing, optimize the real-time use of assets and eventually augment the industry workforce will transform operations. Innovations such as 3D printing, AI, the Internet of Things (IoT), virtual reality (VR).

10 And Digital platforms will enable flexible working and changes to core operational processes. Safety and security As identity management becomes increasingly Digital , a collaborative effort towards boosting cybersecurity and protecting the privacy of traveller data will be crucial to maintaining customer trust and public safety. Digital technologies ( biometrics such as facial recognition, IoT, crowd analytics and video monitoring via AI). will be used to create a ubiquitously secure environment. 4 Digital Transformation Initiative : aviation , travel and Tourism Industry 4 09:00. Calculating the value of Digital Transformation How will the operating models of travel organizations change in a smart and connected world where the The Forum's value-at-stake analysis aims to assess the lines between online and offline are blurring, and value unlocked by Digital Transformation initiatives within physical assets are becoming Digital ?